Emotions are what drive the entrepreneur to make their dreams into reality.

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Yes, logic steers the business—entrepreneurship requires a full embrace of data, metrics, and brutal honesty.

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But raw reasoning doesn’t sustain you through seasons of hardship and doubt. Far from it—the numbers may actually lead you to quit prematurely.

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Instead what sustains them is emotion.

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Think about what’s sustained you through your most difficult challenges. Was it a spreadsheet full of formulas predicting your odds of success? Or was it clinging to the things that matter?

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That’s what creates uncommon success—emotion based tenacity to hold on, comeback, and win, regardless of the odds.

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And note this well—starting a business that doesn’t inspire you, one without a mission or vision, simply won’t generate that emotion.

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Far better to commit yourself to an outfield idea you believe in than a safe idea that bores you.

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What inspires you? What do you want to change? What’s a skill that gets you in the zone? Those are all signposts pointing you towards a business that you can sustain through whatever life throws your way.